How To Get Email Marketing Results
The key to getting good email marketing results is to take consistent action based on a few key principles. These principles are not complicated and can be tracked fairly easily. Let’s start by covering these key principles, here.
Once you’ve opened your account with us at TrafficWave, the first step is to make sure you have your follow up letters created. Email marketing is going to be about generating leads. Creating your follow up letters is how you have something to send the people that fill out your form.
Once your letters are created, you will need a way to capture the information from your prospects. This can be as simple as asking for their email or their name and email along with any other information you will require to target your prospects for your offer. The way we do this is by setting up a capture page or by adding a capture form to an existing web site.
Once your letters are set up, and your capture page is ready, you begin the process of driving traffic to your capture page. There are many options available ranging from social media to safe lists, traffic exchanges, classified advertising, networking events, etc… The best option for you will depend on where your target market is most likely to be found.
Let’s review the steps to have taken, so far:
Step 1: Creating your letters.
Step 2: Setting up your capture form.
Step 3: Driving traffic to your capture form.
Your next step will be to evaluate your results. If you are driving a lot of relevant traffic to your capture form and your ad copy is good, you should see people filling out your form asking for more information. If you are not seeing new subscribers being added to your list, you will want to take a good look at a few possibilities:
Also, look at your capture page from your visitor’s perspective. Would the headline capture your attention? Would the ad copy and call to action cause you to want to take action?
Be sure your advertising is reaching your target market. To put it another way, are your potential customers going to be found where your ads are being displayed?
You have to be a little tough on yourself for this evaluation. What we think “should” work or “might” work isn’t important. The numbers are all we are interested in. Is our list growing? If not, we need to keep making adjustments to our advertising and/or capture page to get that list growing. Believe it or not, we run campaigns right here from our offices that fall flat. We have to test, tweak, and test some more to get the results we want.
The things we want to look at here are:
Open Rates: Are your subscribers opening your emails? If they aren’t, then you’ve got some work to do. Here are some ideas:
Click-Through Rates: Once your message gets opened, are your readers interacting with the content? Are they clicking your links to get more information, place an order, etc… ? Here’s how you find out:
Opt-Out Requests: Are people leaving your list as quickly as they join it? You may need to work on your offer, your copy, your layout, or all the above.
Getting good email marketing results will take some testing and tweaking. If you want good email marketing results, you want to be sure you:
Have your letters created.
Have your capture forms ready.
Drive traffic to your capture forms.
Test the results of your letters.
With some patience and consistency, you can begin to see good email marketing results in the form of sales for your offer. Don’t just leave it to chance. Take the steps shown in this article. Test your results. Make the necessary changes. Test again.
Successful email marketers love email marketing because they know that when you get these steps right, your sales go up.
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